Burn aims to open 10,000 fitness centers as Morgan Kline and Amber Burke take group fitness franchise business to new heights
It’s no surprise that Burn Boot Camp is a national fitness franchise that emphasizes connection and the power of community, founded by husband-and-wife team Devan and Morgan Kline. As a fitness brand built with heart, the couple entered the fitness business field in 2012 and expanded from gymnastics gym parking lots to franchising in 2015.
Now, with more than 350 operating locations and more than 550 sales regions, burn camp It is expected to have 10,000 units worldwide by 2033.
While DeWine continues to take on a more visionary role, Morgan is now CEO of the growing fitness franchise, working alongside fitness industry veteran Amber Burke. Gram was recently promoted to chief operating officer.
Together, Kline and Burke are leading the charge in a male-dominated industry, with 60 percent of Burn Boot Camp’s leadership team being women.
“We see the world through a female lens, which is so important in serving women and their families,” Klein said. “So I think with Amber and I both in C-suite roles, we’re not only able to leverage our experience across the entire fitness continuum, but we’re also able to connect with our members and address a gap in the market.”
Although Burke had a long career in the generally male-centric world of fitness, he was never intimidated. Instead, she sees it as a challenge. Still, it’s a notable shift for women to have a seat at Burn Boot Camp.
“It wasn’t something that really scared me or held me back,” Burke said, looking back. “But it was enough to notice that I was the only woman in the room, and now I’m sitting in a room that’s 60 percent against 1 percent.”
female driven
Featuring microphone trainers, a mirrorless environment and a floating floor to provide a safe environment for joints, Burn Boot Camp perfects all the little details that ultimately result in a rich workout experience.
Infused into its fitness programs is the insight that female fitness consumers may start with physical goals but end up with emotional goals. It is this component that bootstraps the Burn Boot Camp model from the top.
“It could be, ‘I want to be a better version of myself. I want to be a better mom. I want to sleep better,'” Burke said. “I think that’s really what differentiates us from other brands, holistically and philosophically – our executive leadership has had very intentional conversations around how to sustain that. It’s not just about building more Gym. It’s really the heart and soul of the brand.”
Supporting women and helping them transform their lives is more than just lip service. Impressively, Burn Boot Camp provides child care for moms who want to exercise but have trouble finding someone to care for their kids.
“Very few boutique brands do this,” Burke noted. “And we’re doing it at no additional cost. It’s being reflected in our community.”
Loyal membership base
Burn Boot Camp ensures individual workouts in an inclusive group environment with great care for those who are just starting out on their fitness journey, injured, or simply looking to improve their fitness levels.
“The one-on-one approach in a group setting ensures we can tailor the workouts to our needs,” explains Klein. “We can modify it if you need more of a challenge, or we can modify it based on your fitness level.”
Highly certified Burn Boot Camp trainers and solid fitness programs create a positive atmosphere and provide a holistic experience for members who become Burn Boot Camp enthusiasts and exercise consistently.
“We make them feel like this is truly their home, that they are welcome and seen here – no matter their fitness level, no matter their size, no matter their background,” Klein said said the Burn Boot Camp method.
Klein is honest enough to admit that many other fitness companies would claim their member communities are great, but she’s seen firsthand the impact Burn Boot Camp has had on its members (and even their vacation plans).
“I can’t tell you how many times I’ve heard our members say that Burn Boot Camp is really the first place they feel they can get in a workout and stick with it because they have a responsibility in the community,” she said. “And it’s not just happening in these hyper-local places. It’s happening across the country, across our nation. Many of our members would be proud to travel and make sure Burn Boot Camp is there.”
In many ways, Burn Boot Camp redefines the connection between fitness and community, and how a franchise can offer members more than just the physical aspect.
“I think it’s really special,” Klein continued. “When you think of a gym or fitness, it’s not something you always see. All you think of is a 45-minute workout, I’m here for myself, and then I leave… But here we are before and after Burn Boot Camp And the interaction you see outside of training camp really proves that this is more than just a gym for people.”
When one of Burn Boot Camp’s trainers passed away, Klein recalled how Burn Boot Camp franchisees across the country joined in to support through GoFundMe.
“That was one of those moments for me as CEO that made me think, wow, this really goes beyond fitness,” Klein said. “This really helps people get through hard, challenging times in their lives that have nothing to do with push-ups and squats. “It’s about coming together and saying, ‘Oh, there’s a Byrne sister in need, or there’s a The Byrne brothers are in need, or this community is suffering. How can we help you? “There’s no doubt these guys are going to show up, and I see it happen time and time again.”
Conscious fitness plan
While the community may be Burn Boot Camp’s crown jewel, its fitness programs and workouts also set it apart.
“We never do the same workout twice,” Klein revealed. It’s a fact that can’t be ignored — and one that Klein is very proud of.
“We are very proud of the plans we have put in place,” she added. “We created this plan and agreement to ensure we can expand this experience to hundreds of gyms across the country.”
Burn Boot Camp also impressed Burke, who has more than two decades of experience in the fitness industry. She did it all, from working as a strength and conditioning coach to earning a master’s degree in sports management and a bachelor’s degree in exercise science.
“I came to Burn Boot Camp and was blown away by the trainers, knowledge, skills and abilities,” Burke said. “I looked at it from a very different perspective. I knew what they knew, I knew what they were supposed to do – and they did it. They checked every box for me so that I could show up and train safely and effectively .”
Beyond the gym
In addition to Burn Boot Camp locations, the fitness franchise operates through its app. This is another way for the brand to listen to its community and understand their thirst for knowledge.
“You don’t have to come to one of our gyms to optimize your health experience,” Burke said. “You log into your app and there are fitness categories designed just for you, from stretching to learning proper technique and form.”
Burke added that Camp Bourne is working hard to serve its members in an educational manner.
“We understand that our members are interested in how things are done and want to be empowered; they want to be informed,” she said. “I don’t want to withhold this information. I want to give it to them and empower them.”
Burke said this approach can improve member retention.
“The more information we provide them, the more value and loyalty they will feel to us as a brand because we continue to empower them through knowledge and education,” she said.
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